Seashell Clothing
A flexible Klaviyo email design system for adventure lifestyle brand Seashell, created to bring greater consistency and efficiency to campaigns and automated flows.
SERVICES
A community-led brand needs email that can do more than sell product.
Seashell is a premium adventure lifestyle brand founded by former commercial diver Calum, creating changing robes, outerwear and accessories for people who feel most at home around the water. As the business scaled, email needed to support an increasingly varied mix of product, brand and community communications without every campaign becoming another design job. Working alongside CRM and email expert Hannah Spicer Consulting, Soley Creative was brought in to create the Klaviyo email design system to support the wider email strategy.
A flexible email system for a brand built around product, adventure and community.
Seashell's world extends beyond the products it sells. Its community includes cold-water swimmers, surfers, divers and other outdoor enthusiasts, while conservation and the brand's connection to the ocean form part of its wider story. The master template therefore needed enough flexibility to move between product launches, commercial campaigns, storytelling and automated customer journeys while maintaining a recognisable Seashell experience throughout.
Design across email and sign-up forms to create consistency
Reusable modules create consistency while giving individual campaigns room to adapt.
Rather than creating a collection of rigid email layouts, we designed a modular Klaviyo master template made up of reusable, best-practice content blocks. Modules could be mixed and matched according to the campaign, giving the team flexibility over content while maintaining clear hierarchy, consistent branding and purposeful calls to action. The same framework could then support automated flows once the relevant dynamic content was configured — creating one scalable design system rather than repeatedly starting from a blank canvas.
Designed to make ongoing email creation simpler without compromising the brand experience.
One master system designed to support multiple messages and customer journeys.
Clear hierarchy and calls to action support the commercial role of every send.
The finished template gave Hannah Spicer Consulting the creative framework needed to execute the wider email strategy, while giving Seashell a more consistent and efficient foundation for ongoing campaigns and flows. For a scaling consumer brand, that efficiency matters: fewer repeated design decisions, greater consistency across customer touchpoints and more space for the team to focus on what each communication needs to achieve. The result is an email system designed to support short-term commercial activity without losing sight of the community and brand equity being built for the long term.
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